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Гендерні аспекти моди: конструювання ідентичності за допомогою одягу (Gender Aspects of Fashion: Constructing of Identity Through Clothing)

Цифровий архів НаУОА

Переглянути архів Інформація
 
 
Поле Співвідношення
 
Relation http://eprints.oa.edu.ua/5412/
 
Title Гендерні аспекти моди: конструювання ідентичності за допомогою одягу (Gender Aspects of Fashion: Constructing of Identity Through Clothing)
 
Creator Марценюк, Т. (Martsenyuk T.)
Новик, Т. (Novyk T.)
 
Subject Gender Researches
Наукові збірники НаУОА
 
Description У статті здійснено огляд теоретичних підходів до визначення моди, розглянуто медіа (телебачення) як один із шляхів
поширення модних образів. Конструювання гендерної ідентичності
за допомогою одягу емпіричним чином вивчено на
прикладі телешоу «Моду народу». Створення нормативного
образу тіла, орієнтацію на чоловіків та об’єктивацію жіночого
тіла,
конструювання
нормативної
фемінності
виокремлено
як
ознаки
механізмів
конструваювання
традиційної
фемінності
інститутом
моди
у медіа.(The adage «meet on clothes, and escorted to the mind» clearly
demonstrates the fact that appearance is the first thing we notice
in a person. Costume includes codes that give an idea of who is the
person before us. It can provide information, although not always
accurate, about some socio-demographic characteristics: gender,
age, region of origin, type of employment, class etc. Gender is one
of the first categories, according to which we polarize people into
two groups. There is a clear division between male and female
fashion. Media is an important way of fashion transmission, production
and reproduction
of gender identity.
This
article
is
written
based
on
the
socio-constructivist
theoretical
approach,
including
explanation
regarding
gender
differences.
Its
theoretical
basis
are
the
works
of
such
scholars
as
Werner
Sombart, Georg Simmel, Thorstein Veblen, Herbert Blumer,
Roland Barthes, Pierre Bourdieu, Jean Baudrillard.
The phenomenon of fashion in the social and human sciences is
studied from the standpoint of class or place in the social structure,
or based on social values and habitus of certain groups. Therefore,
belonging to a particular category determines the tastes of individuals and thus their appearance, what actually determines the
differences in women’s and men’s fashion. According to the semiotic
approach,
clothing
as
a
part
of
everyday
life,
contains
certain
codes
that
are
connected
with
values.
Therefore,
clothing
can
become
the
subject
of
interaction
and
thus
construct
the
identity
of
the
female and male owner.
Through
a
massive
impact
on
the
audience,
television
in this
case
acts
as
one
of
the
ways
of
fashion
design,
because
according
to
the
«social
learning
theory»
viewers
watching
the
behavior
of
the
actor
take
on
it,
if
this
behavior
results
in
a
«reward».
In
this

case,
through
imitation
fashion
design,
individuals
receive
«symbolic
reward»
in
the
form
of
a
positive
perception
of
themselves
and
approval
from
others.
Constructing
gender
identity
through
clothing
empirically
has
been
researched from the example of the TV show «Fashion to
People». As a result of the study it was found out that constructing
of TV show heroines and spectators of identities occurs via
description of images, meanings and values. Constructing a normative
body
image,
focus
on
men
and
the
objectification
of
the
female
body,
constructing
normative
femininity
singled
out
as
characteristics
of constructing of traditional femininity mechanisms.
TV show «Fashion to People» reproduce traditional ideas about
gender identity (femininity and masculinity).)
 
Date 2015
 
Type Article
PeerReviewed
 
Format application/pdf
 
Language uk
 
Identifier http://eprints.oa.edu.ua/5412/1/16.pdf
Марценюк, Т. (Martsenyuk T.) and Новик, Т. (Novyk T.) (2015) Гендерні аспекти моди: конструювання ідентичності за допомогою одягу (Gender Aspects of Fashion: Constructing of Identity Through Clothing). Наукові записки Національного університету "Острозька академія". Серія "Гендерні дослідження"., Вип. 1. pp. 124-141.